Persepsi Generasi Z pada Konten Review Produk Make-up OMG oleh Akun Tiktok @tasyafarasya

Abstract

The development of digital communication and the growing number of social media users, particularly on TikTok, have transformed how consumers obtain and interpret information about beauty  products. One widely used source of information is review  content created by beauty  influencer s. This study aims to examine Generation Z consumers’ perceptions of OMG product review  content posted by the @tasyafarasya account on TikTok. This study employs a descriptive qualitative method. Data were collected through in-depth interviews with 9 Generation Z informants from SMA Negeri 1 Parungkuda who had watched OMG product review  content by Tasya Farasya. The results indicate that the perception-forming process occurs in three stages: exposure, attention, and interpretation. During the exposure stage, most informants discovered the content through TikTok’s For You Page (FYP ) or active searches. In the attention stage, direct product demonstrations and detailed explanations were the aspects that most captured the informants’ attention. Meanwhile, in the interpretation stage, the majority of informants viewed OMG as a high-quality local beauty  product at an affordable price. This study demonstrates that review  content on TikTok plays a role in shaping Generation Z consumers’ perceptions through the delivery of information that is easy to understand, engaging, and relevant to the audience’s needs.